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All Journal Business Innovation and Entrepreneurship Journal Srawung: Journal of Social Sciences and Humanities Journal of Social Knowledge Education (JSKE) Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Chhayna Cheng
BELTEI International University
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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A Chatbot Integration in E-Commerce Customer Relationship Management: Insights from the Literature Platforms Chhayna Cheng
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 8 No 1 (2026): Business Innovation and Entrepreneurship Journal (February)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v8i1.1171

Abstract

While the body of literature on AI tools continues to grow, research on chatbot integration to support customer relationship management on e-commerce platforms remains limited. This study aims to address this gap by providing an in-depth analysis of chatbot features within a unified framework. This review employs a literature review approach, inclusion criteria, and document analysis as its review methods. The review synthesizes literature from various sources, primarily scholarly works published between 2020 and 2025, including 75 articles. Drawing on secondary data, it indicates that chatbots trace their origins to ELIZA in the 1960s and categorizes them into three main types: AI-based chatbots, rule-based chatbots, and voice-activated chatbots. Chatbots play a crucial role in digital marketing strategies by managing customer expectations, increasing satisfaction, and fostering long-term relationships with platforms such as Amazon, Shopify, Alibaba, and other e-commerce sites. Additionally, they are effective tools for enhancing CRM in e-commerce, including quick responses, personalized interactions, automated replies, and 24/7 customer support. These functions improve information quality, customer satisfaction, retention, and loyalty across various e-commerce settings. Ultimately, this review proposes directions for future research to further explore chatbot integration in supporting customer relationship management across different industries and environments.
Determinants of Electric Vehicle Purchase Intention among Cambodian Generation Z: An Integrated TAM–TPB Model Chhayna Cheng; Sinoeurn Sok; Savry Sambath; Leangsean Va
Srawung: Journal of Social Sciences and Humanities [IN PRESS] Vol. 5 Issue 3 (2026)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/jssh.v5i3.1019

Abstract

As Generation Z (Gen Z) becomes an increasingly influential consumer segment, understanding their electric vehicle purchase intention is essential for businesses targeting this digitally native and environmentally conscious demographic. Although previous studies have applied the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to examine electric vehicle purchase intention, the two theories have been examined separately, with limited integrated SEM-based evidence in the Cambodian context. This study addresses the empirical research gap by integrating the TAM and the TPB into a cohesive framework to predict electric vehicle purchase intention among Cambodian Gen Z university students. Using a quantitative method, data were collected from 300 students across four faculties at BELTEI International University through structured questionnaires and analyzed with SPSS and AMOS. Exploratory factor analysis and confirmatory factor analysis were conducted to assess the factor structure and validity of the measurement model, while structural equation modeling was employed to examine the hypothesized relationships among constructs. The findings reveal that perceived ease of use significantly influences perceived usefulness, explaining 70% of its variance. Furthermore, perceived ease of use and perceived usefulness positively influence attitudes toward electric vehicle purchase, accounting for 68% of the variance in attitude. Finally, perceived ease of use, perceived usefulness, attitude, subjective norm, and perceived behavioral control significantly predict electric vehicle purchase intention, jointly explaining 79% of its variance. These results extend the TAM–TPB literature in a developing country context and offer practical insights for businesses and policymakers to promote electric vehicle adoption among Gen Z. Overall, future research may validate the model across broader populations and geographic settings.
The Influence of AI Training Program and AI Literacy on Ethical AI Use among AI-Trained Undergraduate Students: Evidence from Higher Education in Cambodia Chhayna Cheng; Borey Ngoeurn
Journal of Social Knowledge Education (JSKE) Vol. 7 No. 4 (2026): July
Publisher : Cahaya Ilmu Cendekia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37251/jske.v7i4.3683

Abstract

Purpose of the study: This study aims to investigate the relationships among AI training program, AI literacy, and ethical AI use among AI-trained undergraduate students in Cambodia. Specifically, it examines the effects of AI training program on AI literacy and ethical AI use, as well as the mediating role of AI literacy. Methodology: A quantitative correlational research design was employed using data collected from 300 AI-trained undergraduate students at BELTEI International University through convenience sampling. The data were analyzed using Microsoft Excel, SPSS, and SmartPLS. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to assess the measurement model, structural model, and mediation effect. Main Findings: The findings found that AI training program significantly enhanced AI literacy and ethical AI use, while AI literacy positively influenced ethical AI use. The structural model explained 33.7% of the variance in AI literacy and 45.4% of the variance in ethical AI use. Additionally, AI literacy significantly mediated the relationship between the AI training program and ethical AI use. Novelty/Originality of this study: This study contributes to responsible AI education in Cambodian higher education by integrating AI training program, AI literacy, and ethical AI use into a PLS-SEM model. It highlights AI literacy as a significant mechanism linking AI training experiences with ethical AI use among undergraduate students. The study extends social science education research by emphasizing the role of higher education in enhancing students’ AI-related knowledge and ethical technology practices. The findings also provide implications for educators and institutions designing AI training programs that promote both technological competence and ethical AI use. Future studies are encouraged to extend this model by examining additional factors and diverse educational contexts.
The Opportunities, Challenges, and Strategies in Adopting the Franchising Business Model: A Literature Review Chhayna Cheng
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 20 No 1 (2026): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v20i1.2372

Abstract

Despite research on the franchising business model has been growing, a comprehensive examination of its opportunities, challenges, and strategies remains insufficient. This study aims to bridge this gap in the existing literature by offering an in-depth analysis of these aspects within a unified dimension. This study employed a literature review method, integrated inclusion criteria, and used document analysis as its research approach. The study analyzed various documents, mainly scholarly works published between 2015 and 2025. By drawing on secondary data, this review demonstrates that franchising offers numerous opportunities for franchisees, such as existing brand awareness and recognition, support from the franchisor, and product or service innovations. However, it also highlights notable challenges, including legal, economic, and cross-cultural barriers, which can hinder the long-term success of franchising operations. Furthermore, this article emphasizes effective strategies used across different enterprises and sectors, such as franchisee characteristics, strategic management, marketing strategies, ethical standards, and technology adoption, all of which help maintain branding, growth, and resilience in a complex and competitive environment. Overall, this review suggests directions for future research to investigate franchise businesses across various industries and settings rigorously.
Co-Authors Borey Ngoeurn Leangsean Va Savry Sambath Sinoeurn Sok